What Should Be On CMOs Minds?

Do you ever wonder what your CMO is thinking about? What issues and trends are keeping your marketing leader up at night? We know CMOs play a big, important role, leading the company’s efforts to boost revenues and profits. The job description is exciting but the top marketing job in the company is a minefield with the highest turnover in the C-suite where talented executives fail unless you look at the role in a broader context.

Apart from the obvious areas including marketing budgets, rising responsibilities, ever-growing capability needs and the move to digital, there are other areas to understand that are critical to success for the CMO:

  • The importance of establishing a passion early
  • Dealing with working in an “always” on era
  • Directing the story of the brand
  • How to learn from traveling the world
  • Enjoying family as a place for creativity at work
  • How to determine where people fit on a team
  • How to get your people to buy into a larger vision
  • How to inspire Millennials
  • How do you get your game on when a marketing campaign tanks.

The customer is changing, which in turn is driving changes to marketing itself, and to the role of the CMO. Hold on.

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Brands are not owned they’re borrowed from the customer

Equifux…143M Consumers Hacked

Equifax, a consumer credit reporting agency, has reported a cybersecurity incident that may affect approximately 143 million U.S. customers.

In a statement, the company said “criminals exploited a U.S. website application vulnerability to gain access to certain files. Based on the company’s investigation, the unauthorized access occurred from mid-May through July 2017. The company has found no evidence of unauthorized activity on Equifax’s core consumer or commercial credit reporting databases.” Whoopee do

Lego. Everything is Not Awesome

From CNBC: World famous toy manufacturer Lego is set to cut its global workforce by eight percent in an attempt to simplify its business model, the Danish firm announced Tuesday. Despite the surprise announcement, the company’s chairman, however, expects these layoffs to be a “one-off”.

World famous toy manufacturer Lego is set to cut its global workforce by eight percent in an attempt to simplify its business model, the Danish firm announced Tuesday. Despite the surprise announcement, the company’s chairman, however, expects these layoffs to be a “one-off”.

“We’re very focused on making a smaller and more simple organization and also do a cleanup of our inventory positions in some markets. So ultimately for us, that has been the aim and we will conclude all of that within this year,” Jorgen Vig Knudstorp, chairman and former CEO of Lego Group told CNBC Tuesday.

“We will, of course, this year and in future years, continue to be focused on our cost base and seek constant opportunities for optimization as we have done over the past 15 years.”

“However, this is a sort of one-off, big move that really relates to ‘do we operate in a simple way or as simple way as we should’ and it is, what we’re announcing today, is the totality of the effort addressing that problem.”

At present, the Lego Group has approximately 18,200 people working for the company; however, the toymaker expects to see most of the layoffs – a total of 1,400 positions – to take place by the end of the year.

The news of the layoffs come as the toymaker posted a five percent decline in revenue for the first half of 2017 – its first sales drop in more than a decade.

Here are some of the highlights:

  • Revenue fell 5 percent in the first half, to 14.9 billion Danish crowns ($2.38 billion), compared with 15.7 billion Danish crowns in H1 2016
  • Net profit came in at 3.4 billion Danish crowns, compared with 2016’s H1 figure of 3.5 billion Danish crowns
  • Revenue declined in markets such as the U.S. and parts of Europe, while it grew double digit in places like China.
Lego to cut 8 percent of its staff as sales drop  6:00 AM ET Tue, 5 Sept 2017 | 00:51

Commenting on the overall performance for the first half of 2017, the chairman explained how it wasn’t the changing landscape of retail or media that was the key problem, but rather the business as a whole had become “too complicated”.

“The way we do business, the way we do our marketing, the way we do our market management, but also how we run the whole administration of the company, unfortunately, has become too complicated as we’ve grown the company massively over the past 12 to 13 years.”

“That’s what’s really hindering us in executing in a strong way – as we used to – and therefore we are finding it harder to grow in some of our very well penetrated and established markets.”

‘Person to blame for these poor outcomes is me’

Less than a month ago, the Lego Group announced that it was appointing a new chief executive, Niels B. Christiansen, just eight months after they appointed Bali Padda as the company’s boss.

As market speculation emerged over the leadership change, Knudstorp – who was Lego’s CEO for over a decade – said that the problems that the company needed to address was really his responsibility, rather than Padda’s or anyone else’s.

“Bali Padda came in in the past eight months and has prepared what we are announcing today. It’s under his leadership that made these drastic decisions. I’m announcing it today, as I was the CEO for the prior 13 years and the fact that we have these problems that we need to address is really my responsibility.”

“I feel 100 percent accountable for that, having created those problems over the earlier years. Bali has done a tremendous job of addressing that, he has completed that task.”

Reflecting on the appointment of Danish industrialist Niels B. Christiansen, the chairman said the company was “very happy” to find somebody who could take a long-term view on the toy-making business and who was “appropriate” for the obstacles that the firm currently faces.

“Niels Christiansen is a very tenured, a very experienced CEO with an impeccable track record from running global businesses and we think he will be a great fit and do really well here. So we’re actually satisfied with Bali’s contribution.”

“The person to blame for these poor outcomes is unfortunately me and I take full accountability for that today.”

Read more on CNBC

China’s creating the world’s largest power company.

The government of President Xi Jinping approved the merger of Shenhua Group Corp., the country’s top coal miner, with China Guodian Corp., among its largest power generators, the State-owned Assets Supervision and Administration Commission said Monday. With assets of 1.8 trillion yuan ($271 billion), the new entity will be the world’s second-biggest company by revenue and largest by installed capacity, according to Bloomberg New Energy Finance.

Fiat Chrysler’s stock surges on report of Maserati spinoff, following successful Ferrari separation

Shares of Fiat Chrysler jumped more than 5 percent Wednesday after a report said the Italian-American automaker is considering spinning off some of its upscale brands.

The company may spin off Maserati and Alfa Romeo as Fiat Chrysler seeks to streamline its business, Bloomberg News reported, citing sources close to the parent company. It said the two luxury brands have an estimated combined worth of as much as $8.3 billion. Read more.

Who gives a rat’s….Chipotle?

After the rat tumbling out of the ceiling shares in the formerly high-flying burrito chain, which has been battling to fully recover sales and trust lost after a string of food safety lapses in 2015, are down.

Read more.